Study On The Development Strategy Of Zhengjiang Xijindu Scenic

With the arrival of the new normal economy, transformation and upgrading of industrial structure is becoming an inevitable trend. Tourism industry development has gradually become the strategic pillar industry of our country. How to adapt to the five-development concept of “innovation, coordination, green, open, sharing”, strengthen the top-level design, meet the market demand of diversification, and promote ecological construction and the implementation of the beautiful China, is an important topic of the current tourism industry development.As a national historical and cultural city, the tourism industry has become an important pillar industry in Zhenjiang. As a new carrier of Zhenjiang tourism industry and the new card of the city’s image, Zhenjiang Xinjindu traveling scenic area is our country’s oldest, largest and best preserved ancient historical block. The new normal of economic development and new orientation of tourism development are making profound influence on Xinjindu scenic spot.At first, from strategy and development strategy theory, with the PEST analysis and SWOT analysis being carried out on the Xinjindu scenic area,together with the field investigation, personal interview and literature research methods, we give an analysis of inside an outside environment of Xinjindu scenic area and sum up the advantages and disadvantages of its development, opportunity, threat, finally concluding the development strategy of Xinjindu scenic area in the future. Then, according to the owning advantages and market opportunities, considering the overall planning and the market situation, SO strategy for enterprise is the most appropriate choice. At last,in order to achieve the strategic target, Xinjindu scenic area needs to implement four strategies, mainly concluding: perfect the overall planning, building “big Xinjindu” pattern of tourism; To adapt to the consumption hot spots, impels the sightseeing tour to leisure experience tour transformation; Mine Ferry crossing cultural in depth, and enhance the brand core value; Implement the strategy of regional linkage and the strategy of “going out”, enhancing the international reputation. Xinjindu scenic area also needs to improve the strategic security system.Through the process and results of analysis of Xinjindu scenic area’s development strategy, not only providing scientific guidance for the future development of Xinjindu scenic, but also providing certain reference for the government to make important decisions, more hope to provide the beneficial reference for the national scenic areas’ development strategy similar to Xijindu scenic.